Total Market Approach


What is the Total Market Approach (TMA)?

total market approach

Thoughts about social marketing have matured a great deal over the last 50 years. Social marketers and their stakeholders are examining the sustainability of programs and asking whether programs are as effective and efficient as they can be. This has resulted in the development of a total market approach (TMA), also known as the “whole market approach,” which some argue is central to the future of social marketing.

TMA is a system in which all sectors – public, socially marketed, and commercial – work together to deliver health choices for all population segments. The goal is to ensure that those in need are reached with the appropriate products: those in the poorest communities receive free products, those with slightly greater resources benefit from partially subsidized products, and those with a greater ability to pay should purchase their products from the commercial sector. Greater efficiency in the market increases sustainability by better targeting public and social sector subsidies and decreasing “crowding out” of the commercial sector.

Background: PSI-Caribbean completed Total Market Approach analyses for 2011 and 2012 with focus on the Eastern Caribbean, Jamaica and Belize.

Objective: To inform the development of appropriate, evidence-based decisions aimed at increasing condom use equitably and sustainably through actions undertaken in the public, socially marketed, and commercial sectors.

Methods: Content for the analyses was based on data from key TMA metrics calculated from national-level data, PSI-Caribbean social market condom sales figures and “Condoms in the Eastern Caribbean” and “Condoms in Belize,” market analyses by Euromonitor for Options as wells as “CARISMA Market Survey of Condoms and Sexual Lubricants in Jamaica by HERA for CARISMA. The completed analyses were subject to review by stakeholders, PSI country and regional offices, and PSI’s headquarters in Washington DC.

Summary: The analyses describe the market for male condoms in the Eastern Caribbean, Jamaica and Belize and the roles of the public, social marketing, and commercial sectors in those markets. They illustrate the universe of need for condoms, levels of use, socioeconomic equity among users, and the market presence of condoms for reproductive health and HIV prevention. They also propose a set of recommendations for improving the effectiveness, efficiency, and sustainability of condom markets.

See below for PSI-Caribbean Total Market Approach analyses for 2011 and 2012 and supporting reports.


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